How can you work with copywriters in different industries?

It's essential to have a good understanding of the industry in which you operate. This knowledge will enable you to communicate effectively with copywriters and provide them with relevant information. Familiarize yourself with industry-specific terminology, target audience demographics, and the unique challenges and trends within the sector.

I agree to a certain extent. But give me a great copywriter who can find me a new angle any day. Sometimes, it's good to mix it up. If someone's been writing in the same industry for years they may become stale. Give them some competition and breathe new life into them.

Start by asking them about their process. See how they go about sussing out your wants and needs. Instead of taking a normal approach to hiring, give them a brief on the topics that you want them to cover, pay them for their time to research and draft an outline, and then proceed with a full article based on the outline. You should start with an understanding of industry jargon, common pain points, and best practices. It wouldn't be uncommon to lean on a subject matter expert for things like regulatory specifics, however. Finally, fact-check everything, and don't be afraid to ask questions.

Learning industry is important. But, more important, I think, is knowing my client's story. I've written for solar companies, hospitals, universities, software companies, and more. And with each client, the first lesson I seek out isn't about the industry, it's about what my client's position is within that industry. What are their goals and obstacles? An industry is a large machine with many moving parts, and constantly vulnerable to disruption. And this disruption can mean the upheaval of those myriad parts, those myriad storylines. The advent of A.I. is proof of that. But focusing on my client's few storylines affords me the creative agility needed to navigate any industry volatility they might encounter.

Maybe...or maybe not! ?? It really depends on your goals for the project. Yes, subject-matter expertise is valuable and can be a time-saver. A writer that has deep experience in your niche avoids the learning curve that a newbie might experience. But it's also a recipe for getting "more of the same." Often, you will benefit from a writer with an outside perspective that isn't so steeped in category convention. Fresh eyes can lead to a fresh approach that will cut through and gain more attention.

Look for copywriters who specialize in your industry or have experience working in similar fields. A niche expert will bring a wealth of knowledge and insights that can enhance the quality and effectiveness of your copy. They understand the industry-specific language, pain points, and consumer behavior, allowing them to craft compelling content that resonates with your audience.

I've written for two major banks and no-one can give you a brief like a real customer can. From time to time, financial services companies will provide opportunities to 'meet the customer' - a panel of real customers with real opinions and real issues. They see services very differently from managers - that's why they can help you to inject real honesty into your copy.

Clear communication is vital when working with copywriters. Provide them with a comprehensive brief that outlines your goals, target audience, key messaging, and any specific requirements. Share background information about your brand, products, or services, and provide access to relevant resources such as previous marketing materials or competitor analysis. The more context you provide, the better equipped the copywriter will be to deliver excellent results.

Establish a collaborative relationship with your copywriters. Encourage open and regular communication to address any questions, concerns, or ideas that may arise during the project. Keep the lines of communication open through email, phone calls, or project management tools. Regular check-ins and progress updates will help ensure that both parties stay aligned and meet the project's objectives.

Copywriters bring their unique expertise and perspectives to the table. Embrace the opportunity to learn from their knowledge and experience. Engage in discussions about effective copywriting techniques, industry trends, and best practices. Their insights can provide valuable lessons and help you refine your marketing strategies.

I believe that we all have stories to share and our lives are the stories unfolding. No human knows it all. I appreciate learning from others and in exchange, I share and give back too. Learning isn't uni-directional. When we exchange ideas and perspectives with others, we are communicating and adding to our personal tool boxes of knowledge and wisdom. We are stronger and more unified when we share and learn together. Put pride in the backseat and let's move forward toward new possibilities.

By following these points, you can establish a productive working relationship with copywriters from different industries. By leveraging their expertise and collaborating effectively, you can create compelling and tailored copy that resonates with your target audience and achieves your marketing objectives.

Though having a subject matter expert (SME) can be ideal, this does not mean that if you can't find an SME, all hope is lost. Though you might not have the writing chops, if YOU are the SME, you can provide your writer with the information they will need to write your content. You can also write content yourself and have a writer "clean up" what you've written. This person can ensure grammatical correctness and that SEO best practices have been implemented. Any great writer knows that the majority of writing is research. If they aren't already familiar with a subject, they can look it up and write about it as if they have been knowledgeable for years. By working with such a person, you'll have great content in no time.